News Release

Washable Fashion Hits the Runway at London Fashion Week



Monday, February 17, 2014 6:00 pm GMT


"Our new fashion-focused business strategy is helping us to innovate and enhance our laundry products so they progress with the changing fashion and fabric trends, and help make fashion more accessible and easier to care for at home."

LONDON--(BUSINESS WIRE)--Giles Deacon's latest presentation at London Fashion Week includes two new designs made of cutting-edge, futuristic fabrics which intend to dispel the myth that washable clothes and fashionable designs are mutually exclusive. The two new dresses, which sit within Giles' autumn/winter 2014 collection, follow the début of Giles's entirely washable collection of seven dresses for P&G Fabric Care's Future Fabric program, first unveiled in Milan in November 2013.


As Global Fashion Consultant for P&G Fabric Care - whose global brands include Ariel, Tide, Dash, Downy and Lenor - Giles was brought on-board last autumn to guide the Company's new fashion-focused approach, sharing his expertise and industry insights as part of the P&G Future Fabrics initiative. His role is helping to inform P&G's commitment to designing sophisticated fibre care technologies which respond to new and evolving fabric compositions. Together, P&G Fabric Care and Giles plan to drive the fashion industry to reconsider its use of machine-washable fabrics and ultimately fulfill the increasing demand among consumers for designer garments that can be easily cared for at home.

Giles said: “My role with P&G Fabric Care is to challenge the pre-conceived ideas of what can be put inside a washing machine and that means creating designs using futuristic fabrics which can take centre-stage on the runway and be cared for once they are inside the wardrobe.”

Giles added: “Following the reaction to the original seven-dress collection presented in Milan, we knew we had to make more washable fashion commercially available. That, combined with the potential that is coming from fabric manufacturers and the new fabric technologies in Ariel and Lenor that P&G is developing is why you see these new dresses within my AW14 collection.”


“Just like the fashion and fabrics industry, we understand the important role of clothing in people's lives; a lifecycle that starts on the catwalk, through to a designer's client and into their customer's closet” says P&G Fabric Care's European Vice President, Mohamed Samir. “Our new fashion-focused business strategy is helping us to innovate and enhance our laundry products so they progress with the changing fashion and fabric trends, and help make fashion more accessible and easier to care for at home.”

Samir added: “Today is just one step in our journey to show consumers and the fashion and fabric industry what we can do. Our unique approach to understanding how to care for clothes is informed by P&G's 3-Step Fibre Science approach; to Clean, Protect and Enhance clothes in the washing process, enabling people to care for and unleash the beauty of their clothes.

Individual brands in the P&G Fabric Care portfolio are proving that laundry formulation is more than just stain removal. New Ariel 3in1 Pods / Power Capsules help clean, protect and enhance fabrics at a fibre level to leave clothes impeccably clean and looking like new for longer. Whilst Lenor, P&G's leading fabric enhancer, has a new formulation and breakthrough Fibre Science technology which can actually help protect against fabric damage, prolonging that “like-new look and feel” of your clothes.”

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About P&G Future Fabrics

Recognising the critical juncture at which fabric innovation and design is evolving and challenging the way people can care for their clothes, P&G Future Fabrics is a series of initiatives and collaborations between leading luminaries of the fashion and fabric industry. Together they are helping P&G Fabric Care respond with innovations and scientific solutions to that need. Already a series of breakthrough technologies in P&G's flagship brands Ariel and Lenor are providing designers, manufactures and fashion lovers with products which can unleash the beauty of their clothes now and in the future.

Find out more at; or on Instagram and Twitter @pgfuturefabrics; #washablefashion

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

About Giles Deacon

Giles Deacon is a celebrated fashion designer renowned the world over for his playful, show-stopping designs. After graduating from London's Central Saint Martins College of Art and Design in 1992, Giles chose to travel and gain experiences at different fashion houses. He spent two years working with French fashion designer Jean Charles De Castelbajac before returning to London to work for a number of High Street fashion houses. It was during this time that Giles met the owner of Bottega Veneta, and from 1998 until 2002 Giles was the head designer at Bottega Veneta and the Gucci Group. In 2004 Deacon launched his own label GILES at London Fashion week to international acclaim. His collection received numerous awards including “British Designer of the Year” at the British Fashion Awards in 2006 and the prestigious French ANDAM Fashion Award in 2009. GILES celebrates its 10th anniversary in 2014.

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For further information and high resolution photography, contact:
Fiona Boston:
+44 207 611 3821
Andrés Franco:
Senior Communications Manager
Global Fabric Care
+41 58004 7086